Procedia - Social and Behavioral Sciences 103 ( 2013 )

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1 Available online at ScienceDirect Procedia - Social and Behavioral Sciences 103 ( 2013 ) Abstract 13 th International Educational Technology Conference The use of social media technologies among Malaysian youth Farrah Dina YUSOP a *, Melati SUMARI b Faculty of Education, University of Malaya, Kuala Lumpur 50603, Malaysia Faculty of Education, University of Malaya, Kuala Lumpur 50603, Malaysia This exploratory study report findings on the profile of Malaysian young adults age 20 to 24, also known as the Generation Y and/or the Millennial generation, with special regard to their use of Internet and social media technologies. Data were collected from 379 youth from a public Malaysian university across six schools of studies in a Malaysian public researchbased university: the Academy of Islamic Studies, School of Economics and Administration, School of Engineering, School of Education, School of Business and Accountancy, and School of Arts and Social Sciences. Findings indicate that the most preferred activities are online communication and socialization, followed on researching on specific information for the purpose of completing assignments, how-to and do-it-yourself information. The least preferred activity is buying things such as books and clothing online. Additionally the Academy of Islamic Studies students are more active in discussing political issues online compared to their peers from other schools. Data from this study will allow social researchers to utilize Internet and social media technologies for the teaching and learning activities The Authors. Published by by Elsevier Elsevier Ltd. Ltd. Selection and peer-review under under responsibility of The of The Association Association of Science, of Science, Education Education and Technology-TASET, and Technology-TASET, Sakarya Sakarya Universitesi, Turkey. Keywords: social media; youth; technology 1. INTRODUCTION Mobile technologies, Internet and social media have become social phenomenon especially among young adults age 18 to 29 or also known as the Millennial generation (Lenhart, Purcell, Smith, & Zickuhr, 2010). Among others, their findings indicated that the use of social networking sites American teenagers and young adults has risen significantly since They are found to be more engaged in many social relation activities such as sending daily messages to friends, sending bulletins, group messages and private messages on these sites. * Corresponding author. Tel.: ; fax: address: farah@um.edu.my The Authors. Published by Elsevier Ltd. Selection and peer-review under responsibility of The Association of Science, Education and Technology-TASET, Sakarya Universitesi, Turkey. doi: /j.sbspro

2 Farrah Dina Yusop and Melati Sumari / Procedia - Social and Behavioral Sciences 103 ( 2013 ) This paper intends to investigate the Malaysian youth online activities within the various social networking sites (SNS). This study is designed to answer three main questions: what are the general characteristics of Malaysian young adults with reference to their access to telecommunication technologies and Internet across these six schools? what are the online activities Malaysian young adults are engaged in across these six schools? what are the social media activities Malaysian young adults are engaged in across these six schools? 2. Social networking and online activities Social networking is a technology that allows two-way communication and interaction between specific individuals and/or organizations in an online environment. Many of these social networking sites (SNS) such as Facebook and Twitter are built with microblogging technology that supports blogging activity with smaller size of word posts (Chin & Yusop, 2011). The user-friendly feature of SNS invites its wide usage among youth and adults. The Pew Internet and American Life Project (2010) has identified several activities carried out by these two groups of people using SNS. The activities include: sharing content like photos, videos and stories with others remixing online content such as music and videos together to make artistic creations (p.23) blogging and commenting on others blogs building websites posting comments to news group, website, blog or photo sites information searching on topics like health, news and political news, and online purchasing. Except for blogging, all of these activities are reported to be either steadily maintained or increased since Methodology A survey on online social media activities are distributed to a sample of 379 young adults in the age of 20 to 24 years old (referred to as young adults throughout this paper) across six (6) main faculties in a Malaysian public research-based university. These schools are Academy of Islamic Studies, School of Economics and Administration, School of Engineering, School of Education, School of Business and Accountancy, and School of Arts and Social Sciences. 73% of the respondents are female, thus, the ratio female to male is 2.7. For ethnicity, 53% of the respondents are Malay and 37% are Chinese which is aligned with Malaysia s population in 2010 (Department of Statistics Malaysia, 2010). The number of respondents surveyed is representative of the Malaysian population, and the gender and ethnic distribution in Malaysian higher education institutions. Table 1 presents the background of the respondents based on their schools, gender and ethnicity. Table 1. Background information on survey respondents: schools, gender and ethnicity. Background information Frequency (n) Percentage Academy of Islamic Studies 49 13% School of Economics & Administration 60 16% School of Engineering 73 19%

3 1206 Farrah Dina Yusop and Melati Sumari / Procedia - Social and Behavioral Sciences 103 ( 2013 ) School of Education 99 26% School of Business and Accountancy 57 15% School of Arts and Social Sciences 41 11% Totals % Gender Male % Female % Totals % Ethnicity Malay % Chinese % India 14 4% Others 24 6% Totals % 4. Findings Data from this study reveal several interesting findings on students access to technologies and their activities both online and on social media. Findings are presented by the three main research questions of this study Malaysian young adults access to telecommunication technologies and Internet Table 2 indicates that more than 90% of the respondents own various types of handheld telecommunication devices such as cell phones and smart phones, and close to 100% of the students own computers. All of them have access to the Internet and most utilize the Internet to check, send and receive s. This finding confirms the initial assumption that the surveyed groups are technology-savvy and do utilize their technological devices for communication purposes. Table 2. Access to telecommunication devices, computers and Internet to send and receive s. Have telecommunication devices Use computer Use Internet Send and receive s Academy of Islamic Studies 98% 96% 98% 98% School of Economics & Administration 98% 98% 100% 100% School of Engineering 93% 95% 100% 99% School of Education 91% 97% 100% 98% School of Business and Accountancy 95% 100% 100% 100% School of Arts and Social Sciences 95% 98% 100% 100% Totals 94% 97% 100% 99% However, as displayed in Table 3, it is interesting to note that majority (90%) of the respondents access the Internet on campus compared to from home (73%). This finding suggests that majority of their times are spent on the university s campus for academic purposes such as attending lectures, having group discussions and

4 Farrah Dina Yusop and Melati Sumari / Procedia - Social and Behavioral Sciences 103 ( 2013 ) completing assignments. It also suggests that the students rely heavily on the free Internet access provided by the university due to high costs of subscribing to commercial telecommunication providers. Table 3. Access to Internet based on locations. From home From campus From other places Academy of Islamic Studies 51% 94% 45% School of Economics & Administration 77% 90% 53% School of Engineering 82% 89% 56% School of Education 70% 92% 52% School of Business and Accountancy 89% 88% 56% School of Arts and Social Sciences 61% 83% 34% Totals 73% 90% 51% 4.2. Online activities Malaysian young adults are engaged in To understand the online activities Malaysian young adults are engaged in, a crosstab analysis on the online activities across five activities was conducted. The activities are: reading personal, political and social issues online and on blogs; share comments, photos and videos related to political and social issues in social media, blogs and websites; searching for information online including information to complete assignments, do-it-yourself (DIY) and self-improvement information; online shopping such as buying flight tickets, reserve for hotel rooms and/or services; and socializing and sharing latest updates using various social media sites such as MySpace, Facebook, LinkedIn. Results, shown in Table 4, indicate that, on daily basis, socializing via various social media sites is the most popular online activities among majority of the students across schools (88%). This result is similar to of other reports that young adults socialize and interact with one another via social media very frequently compared to adults beyond 25 year old (Lenhart, Purcell, Smith, & Zickuhr, 2010). This activity is followed by information searching activities (65%), reading (28%) and sharing information (23%). The least popular online activity across schools is online shopping (12%). Table 4. Online activities across schools. Reading Sharing Information Online Shopping Socializing Searching Academy of Islamic Studies 41% 25% 71% 14% 90% School of Economics & Administration 26% 24% 68% 20% 92% School of Engineering 23% 23% 60% 10% 88% School of Education 31% 24% 64% 9% 88% School of Business and Accountancy 16% 22% 67% 19% 89% School of Arts and Social Sciences 29% 18% 66% 2% 80%

5 1208 Farrah Dina Yusop and Melati Sumari / Procedia - Social and Behavioral Sciences 103 ( 2013 ) Total 28% 23% 65% 12% 88% 4.3. Social media activities Malaysian young adults are engaged in Zooming into Malaysian young adults social media activities, we categorized respondents activities into 4 categories. They are: discussions on political issues; social sharing; click Like to show preferences and supports towards comments and/or organizations; and sharing both positive and negative comments. As shown in Table 5, it is found that preference of Like clicks has the highest weights (67%). Among schools, both students of the Engineering, and Business and Accountancy schools have relatively low percentage (59% and 54%) of being involved in this activity. It may due to the fact that they are much more burdened with academic life and thus spend less time on social behavior of clicking Like. Additionally the Academy of Islamic Studies students (56%) are more likely to involve in online political discussions compared to students of other schools. This finding aligns with the current situation in the country where students of Islamic Studies are among the most active group of young adults interested and engaged in both on-campus elections and national political discussions. Table 5. Social media activities across schools. Faculty Political Purpose Social Sharing Click "Like" Opinions Sharing Academy of Islamic Studies 56% 63% 74% 35% School of Economics & Administration 49% 70% 68% 37% School of Engineering 43% 58% 59% 26% School of Education 42% 59% 70% 24% School of Business and Accountancy 42% 56% 54% 26% School of Arts and Social Sciences 43% 66% 78% 27% Total 45% 61% 67% 28% 5. Conclusion In conclusion, we noted that there are different behavior patterns between students from each school who participated in this study although they are all in the categorized as Generation Y (Gen Y). It is mainly due to other factors such as their backgrounds, the courses they are pursuing, peers influences, and access to technologies. However, this group of young adults does share some characteristics. They are actively engaged in the social media sites both for sharing information and for educational purposes. This shows they are comfortable in using technology for teaching and learning process, and are aware of and interested in political and social issues around them. From academic point of view, findings from this study reveal that academics of higher educational institutions should utilize the technologies in communicating with this young generation of students

6 Farrah Dina Yusop and Melati Sumari / Procedia - Social and Behavioral Sciences 103 ( 2013 ) and design their teaching and learning tasks to encourage them in social activism tasks relevant to their academic programs. Acknowledgements This study is funded by the University of Malaya s research grant. References Chin, Y. L., & Yusop, F. D. (2011). Potential use of social networking tool to assist reading comprehension: implications for practice and future research. Journal of Educational Research, 31(1), Department of Statistics Malaysia (2010). Population distribution and basic demographic characteristic report Retrieved from Lenhart, A., Purcell, K., Smith, A., & Zickuhr, K. (2010). Social media and mobile internet use among teens and young adults. Retrieved from